The Moving picture world (November 1922-December 1922)

256 MO y I S C, 1' I C T U l< E ir 0 R LD XoveTTiber 18, 1922 Auto Perambulator Stimulates Memory Election may be over, but you can use the auto reminder for any other local event to help put over "Remembrance," just as eflFectively as did the Main theatre. Uniontown, Pa. A Goldici/ii Ur.easc A PERAMBULATING TICKLER This can be worked on any local event of a non-competitive nature, and if you pick out something of general local interest, you can banner as many cars as you are willing to buy the cloth for by hooking the local club or working through garage managers. The Main also used the same text on tack cards all over town. Had Novel Scheme for 'Tharaoh'' Film One of the El Paso newspapers gets its print paper wound on pasteboard cylinders instead of the iron tubes used in other sections. They are waste after the paper is run off, and they gladly gave them to J. M. Edgar Hart, of the Palace theatre, when he asked for them. Painted up to represent marble, they gave a palace effect to the lobby for "The I.ove of Pharoah" that was really striking. For this centre display he built a compo board reproduction of the treasure chamber, which figures in the story, and in the top of this he set a phonograph on the disc of which was one of the Oriental shimmy dancers now sold by most phonograph shops. With an Oriental record on the machine and a repeater attachment, he achieved a strixing display at very little cost, and the structure wholly concealed the phonograph, permitting only the dancer to show. It was a good display even for this lobby specialist and the better because it kept the dressing against the walls and made the entire lobby space the display. Plan Book Schemes Win in Los Angeles There still seems to e.xist a too-common impression that plan books are prirted merely to give a job to some press agent, and far too many of them go into the waste bas'--et practically unread. Miller's theatre, Los .Angeles, put over "Timothy's Quest" to three weeks of con tinuously good business recently, and did it on the schemes laid forth in the .\merican plan book. The advertising was picked out from the book, and drives were made successively on parents, teachers and school children; the latter being supplemented by 50,000 cards to the kiddies with the announcement of an essay contest. .'\nother angle was the drive on women's clubs, and any organization selling 10,000 or more tickets was entitled to 25% of the proceeds for the club fujids. In smaller towns this quota should be reduced to proportion to the house, but the scheme can be worked advantageously and the women's clubs will get solidly behind a picture of this type. Purely plan book schemes held up business for a three week run. Get a new slant on the press books. Bundled Them In There is no particular connection between Bill Hart and old clothes, but down in Austin, Texas, some 200 school children were unable to attend school because of a lack of proper clothing. Ray Whitfield, of the Majestic theatre, announced that all children who would bring a bundle of clothing to the theatre on Saturday morning between eleven and one could see "Traveling On" free, and he just let the piles of discarded but still wearable garments accumulate for the moral effect it had upon the adults. Working in with the local paper, he also got all manner of write-ups of the sort that have a lasting eflect because they deal with the house rather than the show of the day. Dancing Exploits An "Old Homestead" dance was one of the stunts of the Crown theatre, \ew London, Conn. Prizes were offered for the best rural costumes, and this gave an excuse for putting out "Old Homestead" stills some weeks in advance of the showing. This was also good for display windows. If you can, lay off the dance to some local organization and be content with the publicity it will bring.